Coinciding with the holiday rush, Sheraton Hotels and Resorts is putting its own spin on ‘the waiting game’, giving consumers the chance to turn their frustrating holi-delays into holi-delights. ‘Delight my Delay’ is a campaign that lets consumers convert their travel delays into opportunities to win prizes and spread cheer. The campaign will also pop up in airports and major travel destinations around the world to add extra ‘smileage’ to travellers’ faces throughout the months of December and January.

“There’s a reason they say the holidays are the most wonderful time of year – it’s a time when you can get together with loved ones, celebrate the year and enjoy some time off. But it’s a season that can also be filled with stress, whether it’s checking off your gift shopping list or dealing with delayed flights and missed connections,” said Dave Marr, Global Brand Leader for Sheraton Hotels and Resorts. “In keeping true with our mission to provide effortless travel experiences for our guests, Sheraton is putting its own spin on one of the biggest pain points of the holidays and giving consumers the opportunity to get a little extra delight in their day.”

Select consumers who are stuck in the craze of the holiday frenzy – whether it’s waiting to find a cab, spending extra time in line at a store or facing delays at the airport – can follow and tweet at@sheratonhotels with their travel delay and #delightdelaysweeps for the chance to receive a direct message featuring a unique code that unlocks a prize from the Sheraton “Delight my Delay” site.

At New York’s John F. Kennedy Airport Terminal 7 from 21-24 December, a Sheraton “Delight my Delay” kiosk will enable delayed travellers to scan their boarding pass and convert the number of minutes they’re waiting or delayed into the number of opportunities they have to win a prize – the more delayed, the more chances to win. With prizes ranging from Sheraton resort getaways to gadgets and travel gear, each winner will receive twice the prize to give to a friend, family member or fellow traveller, so they can help spread the delight to others who may be delayed alongside them.

At Dubai International Airport Sheraton will delight global travellers throughout January with a vending machine that invites consumers in transfer or with long waiting times to use their boarding pass as a means to redeem a travel care package. Featuring must-have items to make their wait more effortless, consumers will not only receive a package for themselves, but another to share with a fellow delayed traveller.